For the Argentine market, it envisions a diverse range of experiences—spanning heritage, music, the legacy of racing driver Fangio, golf, tobacco, and weddings—while also boosting convention and meeting-related travel.
Jose Luis Aguilera, the Tourism Counselor for the Southern Cone, remains optimistic about his tireless efforts to increase the flow of tourists from Argentina and neighboring countries—Chile, Uruguay, and Paraguay—to Cuban destinations, despite the obstacles, intimidation, and pressure from the U.S. government.
Over the last decade, Argentina has been the leading source market for travelers to the island within Latin America, surpassing even Mexico. Aguilera is working diligently to position Cuba beyond the traditional “sun and sand” product, proposing instead incentive travel, congresses, conventions, corporate events, celebrations, and destination weddings.
His strategy, as he explained to Prensa Latina, is to highlight the MICE sector (Meetings, Incentives, Conferences, and Exhibitions) at the upcoming International Tourism Fair of Argentina, scheduled for September.
There, he plans to engage in dialogue and present products and proposals to specialized tour operators and congress organizers to understand their needs and showcase what Cuba offers—and its track record—in this type of tourism.
The project also features the Vinales Valley—a UNESCO World Heritage Site—and a focus on the Fangio legacy in Havana. This experience allows Argentine tourists to reconnect with the history of Formula 1 idol Juan Manuel Fangio, thereby building a bridge between Argentine identity and Havana’s heritage.
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